How authentic and impact-driven language on a premium offer donation page impacted donor conversion
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Ended On: 08/25/2023
FamilyLife is a Christian ministry organization that creates and shares resources to help families grow the relationships that matter most. One of their best-performing premium offers is a book called Seeing Beautiful Again, and we decided to test new value prop language on this offer’s donation page to see if we could improve the donor conversion even more.
For the treatment version of this page, we wanted readers to understand what the Seeing Beautiful Again book is about and how the lessons of the book can impact their own lives. To do this, we added the following to the body copy on this page:
- Increased clarity in the body copy to explain the purpose of the book and the problems it will help the reader solve
- Bullet points with clear impact statements to tell readers what specific lessons/tools the book will give them
- An emotional and authentic review from someone who read the book to provide social proof
Our hypothesis was that the social proof and increased clarity would lead to a higher rate of donor donor conversion on the treatment version of the page. We created the new treatment and split the traffic evenly between the control and treatment. Since we were running acquisition ads for this offer, we knew we’d have enough traffic to validate the impact of the new disclaimer.
Research Question
We believe that adding a testimonial and increasing the authenticity and value impact language for people on the premium offer donation page will achieve an increase in donor conversion because the increased value prop language will give readers more clarity into what the premium offer is about and how it will add value to their lives. because the increased value prop language will give readers more clarity into what the premium offer is about and how it will add value to their lives.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | Treatment #1 | 2.9% | 954.4% | 100.0% |
This experiment has a required sample size of 174 in order to be valid. Since the experiment had a total sample size of 2,178, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 954.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that adding a testimonial and increasing the authenticity and value impact language on the premium offer donation page significantly increased donor conversion. The treatment version of the page resulted in a 954.4% increase in donations with a 99.9% statistical level of confidence.
Based on this result, future experimentation should focus on incorporating social proof and increasing the clarity of the value proposition on donation pages. Testimonials from people who have been impacted by FamilyLife’s content offers or premium offers can be used to help build trust and credibility, while clear language that explains the purpose of the offer and the problems it solves can help readers better understand the value they will receive.
Our next steps will focus on testing testimonials and impact language on FamilyLife’s other offers to see if we can achieve this lift in donor conversion with other offers.